In my latest column for Publishers Weekly, I discuss how authors must refine their approach when seeking support from influencers or the media. (I call this “earned media”—where you get attention or coverage for free. Sometimes publicists help with this.)
First, never assume that the influencer needs to read a copy of the book—or have a copy—in order to support it. Not true. I write:
Consider that reading a book takes hours of time that someone might not have. Though it may seem counterintuitive (and some authors are hurt by the implication that not everyone is eager to read their books), if your targets already know you or your work very well, don’t put them on the spot to read the book. They may already be prepared to support you. Of course, you should always offer to send a copy. Just don’t make that central to your ask—e.g., “May I send you the book?” Instead, think about what you’d like to see happen if they agree to support the book. Do you want them to tweet about it? Post on Instagram? Have you on a podcast?
There’s a second mistake that gets made—read the full column to find out what it is.